How does your brand stay recognisable when your team creates content with AI?

Why AI sharpens the question

With AI your team makes more, faster, in more formats and for more channels. Everyone creating content chooses slightly differently, and AI fills the gaps with generic choices. It looks polished, and precisely because of that you do not notice your brand drifting. A brand book that only describes what your brand looks like does not stop that.

What is fixed and where you vary

Being recognisable does not mean always looking the same. So decide what is fixed and where there is room. What is fixed is usually what customers recognise, such as logo, colour, typography and tone. There is flexibility in the subject, format and presentation for each channel. Anyone joining later knows which choices are open.

We deliberately gave Vybe two visual approaches. Atmosphere on the homepage and in the campaign, calm on the product pages, where the buyer decides. Light, cream and a single amber accent connect the two. In the Collection section, all models are shown in the same room, and the light always falls from the left. That is why the collection feels coherent.

Rules you check with a yes or a no

A rule like “warm and modern” cannot be checked. Everyone reads something different into it, and so does AI. “The light falls from the left” can be checked. That is why we turn a brand book into a brand sheet, with rules that work either meets or does not. That way your team checks every piece against the same rules, including pieces made with AI. Meeting them is the minimum.

When a deviation is allowed

Following rules does not yet make a piece convincing. If you want to deviate from a fixed rule, have that assessed first and adjust the rule if needed. We assess a deviation on recognition and expectation. Does your customer recognise the brand, and understand what you offer? If the piece raises the wrong expectation, we adjust it.

Brand book or brand portal?

The rules are the content. A brand book and a brand portal are ways of sharing them. If a few people work with fixed formats, a brand book with a brand sheet is often enough. If many people or parties create pieces and always need current files, a portal helps. Our Creative Innovation Director, CID for short, guides teams in creative direction and brand rules. As part of that process we advise, based on the assessment, whether a brand portal would be useful.

Who approves

Whether a piece is good enough is decided by a person. That is a choice, not a consequence of the technology. Agree who approves the work and how strictly they assess it. Strict where the brand is at risk, more lenient on mistakes you can fix without harming your brand. We ourselves let nothing go out that only a machine has approved.

Where it goes wrong

• Rules you cannot check. Then taste decides, and taste differs from person to person.
• Only replacing the tools. Then the handovers and rounds of revisions remain.
• Nobody ultimately responsible. Then everyone checks part of the work, but nobody takes responsibility for the whole.
• Rules that do not grow with new products and channels.